Gender Identity Salience and Perceived Vulnerability to Breast Cancer

Puntoni, Stefano; Sweldens, Steven; Tavassoli, Nader T.

doi:10.1509/jmkr.48.3.413

Cited by 56 publications

(50 citation statements)

References 52 publications

(102 reference statements)

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“…But this strategy backfired for women scoring low on femininity (as it reinforced certain negative stereotypes about women). These results corroborate findings in other contexts wherein women reacted adversely to the use of pink (e.g., campaigns seeking breast cancer donations; Puntoni, Sweldens, & Tavassoli, ). Specifically, Puntoni et al.…”

Section: Discussionsupporting

confidence: 85%

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Gill

Lei

2018

Psychology and Marketing

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Counter‐stereotypical products (CSPs) are targeted at groups that are opposite to the stereotypical users of these products (e.g., face‐cream for men, construction tools for women). Such products entail adoption barriers, as they are associated with a dissociative out‐group (e.g., men avoid products used by women). A theoretical framework is developed to investigate such barriers by outlining consumers’ cognitive and affective responses to CSPs; namely: stereotyping (CSP is considered appropriate only for the stereotypical user group), subtyping/subgrouping (CSP is useful for certain individuals or subgroups), and derogating (disparaging the CSP due to a perceived threat to self). Study 1 verifies these responses and demonstrates their effect on the evaluation of CSPs targeting men versus women. Overall, CSPs targeting men faced more barriers than those targeting women, and this was especially so for publicly consumed CSPs (e.g., purse for men) as compared to privately consumed ones (e.g., hair‐remover for men). Study 2 examined the effect of a common marketing tool—product design color (e.g., using blue for men and pink for women)—in reducing the above barriers. It was found that blue is effective in reducing stereotype‐based barriers for CSPs targeting men. For CSPs targeting women, using pink was only effective for women scoring high on femininity, and it backfired for those scoring low on femininity.

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Section: Discussionsupporting

confidence: 85%

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Gill

Lei

2018

Psychology and Marketing

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“…The latter condition is often referred to as "chronic accessibility" (Forehand, Deshpandé, & Reed, 2002). Although identity salience is not a strictly necessary condition to observe identity effects (Laverie, et al, 2002), the probability of observing identity effects increases as identity salience rises (Puntoni, Sweldens, & Tavassoli, 2011; or with general shifts in the active self-concept (Wheeler, DeMarree, & Petty, 2007).…”

Section: The Identity Salience Principlementioning

confidence: 99%

Identity-Based Consumer Behavior

et al. 2012

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Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer selfassociates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Building from this definition, we propose the following five basic principles that can help researchers model the process of identity formation and expression:(1) Identity Salience: identity processing increases when the identity is an active component of the self; (2) Identity Association: the non-conscious association of stimuli with a positive and salient identity improves a person's response to the stimuli; (3) Identity Relevance: the deliberative evaluation of identity-linked stimuli depends on how diagnostic the identity is in the relevant domain; (4) Identity Verification: individuals monitor their own behaviors to manage and reinforce their identities; and (5) Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

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“…However, scattered findings in research on gender cues demonstrate that this approach can actually backfire. For example, Puntoni et al (2011) show that the use of a pink ribbon in a breast cancer campaign diminishes the effectiveness of the campaign. However, although the usage of gender cues is commonplace in packaging and advertising, the conditions under which gender cues can hurt versus help remain unclear.…”

Section: Introductionmentioning

confidence: 99%

Pink or blue? The impact of gender cues on brand perceptions

Hess

Melnyk

2016

EJM

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Purpose The purpose of this study is to investigate whether, how and why gender cues influence brand perception and subsequent purchasing behaviour. Design/methodology/approach Across four experimental studies conducted online with either a convenience sample (Studies 1a and 1b) or a representative sample of consumers (Studies 2 and 3), the authors empirically investigate whether gender cues impact brand perception along dimensions of warmth and competence and how other warmth and competence cues in a consumer environment moderate the effect of gender cues on consumer brand perceptions. Findings Gender cues (e.g. gender-typed colours and shapes) activate gender-stereotypical knowledge of warmth and competence, which spills over to the brand. This effect depends on the presence of other competence cues in a consumer’s environment. In contrast to conventional practice, in the presence of a high competence cue (e.g. reputable brands), feminine gender cues enhance purchase likelihood (via activation of warmth perceptions), whereas masculine cues actually decrease purchase likelihood. In contrast, in the presence of a low competence cue (e.g. new companies), masculine gender cues enhance purchase likelihood (via activation of competence perceptions), whereas feminine cues lower purchase likelihood. Research limitations/implications The authors used an experimental approach to explicitly test for causality and isolate the effect of gender cues in a controlled setting. Future research should further address the implication of gender cues using actual sales data. Practical implications Reputable companies often explicitly use cues to highlight their competence. The results of this research suggest that managers may want to reconsider this approach. That is, marketers of brands with established high competence should consider integrating more feminine cues to highlight their warmth, such as feminine shapes (e.g. circles and ovals) or feminine colours (e.g. a shade of pink) in their packaging and marketing communication. In contrast, companies that have not established their competence or not-for-profit organisations would be better off integrating masculine cues. Originality/value This is the first research to empirically investigate the effect of gender cues on brand perception and subsequent purchase behaviour. Not only does this research show that gender cues can alter brand perception along the warmth and competence perception but also the authors address the call to identify conditions under which warmth versus competence cues enhance brand perception and purchase likelihood (Aaker et al., 2010). In particular, this research demonstrates how multiple warmth and competence cues interact with each other.

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Gender Identity Salience and Perceived Vulnerability to Breast Cancer

Abstract: AND KEYWORDS AbstractContrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks

Cited by 56 publications

References 52 publications

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Identity-Based Consumer Behavior

Pink or blue? The impact of gender cues on brand perceptions

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